Ethnographic Research for The North Face

In 2012 I was asked to help The North Face audit their brand equity among the sport purist community. I set out to interview climbers, skiers, kayakers, trail runners, and backpackers in the San Francisco bay area with my GoPro to find out how The North Face was perceived by die-hard weekend warriors against their biggest competitors in the market.

The results of my research were presented to the new CEO and the project was honored at the Edelman Digital annual retreat where it was praised for helping The North Face change the way they face their digital consumer.